It happens all the time.
A relatively unknown underground band goes big and gains mainstream recognition and success. The older fans cry out about the bands new direction and sound, declaring them sellouts and purge themselves of anything even remotely related to the group. A lot of us are guilty of it, and a lot of us will eventually do it. But is it such a bad thing when a band or product with a relatively niche following gets discovered by the wider public?

It is no secret that coffee aficionados have a deep disdain for Starbucks and all they have previously offered to the public. From the oily gloss of the beans to their cloned interiors, you don’t have to look very far to find someone whining about the chain on the internet. However in a move that shocked a lot of people, “the man” of the coffee industry took an interesting new direction earlier this year with the opening of 15th Ave Coffee & Tea in Capitol Hill, Seattle. The green giant has cornered itself into an awkward position in the U.S coffee industry. On one side you have the Mcdonalds and the Dunkin’ Doughnuts putting huge amounts of cash into promoting their espresso products while on the other end of the spectrum, the growing specialty industry. They no longer offer the cheapest, nor the best quality product. The opening of 15th Avenue in Seattle proves that the company is interested in dipping their feet into the higher end of the market which has been dominated by independent stores up until this point.

Out with the old..

In with the new!
With a completely re purposed interior and a focus on small batch, high quality product, the company is definitely taking steps to capturing back some of the skeptics. Early reports on the coffee have been fairly positive and the resounding criticisms lay in the ideals behind the operation. The fact that a company like Starbucks is trying to manufacture the characteristics that exist already in independent, locally owned stores are the heart of criticisms about 15th Avenue. A multinational corporation is cashing in on the success of the smaller, independent, boutique retailers. This is seen as a bad thing by critics, but if anything, won’t it only make the market more competitive and drive the quality of product further? Just because a business is independent doesn’t guarantee it offers a better quality product then a chain. If the only criticism lies in the way it attempts to manufacture the aesthetics of an independent store, then surely critics need to recognize the potential effect this expansion can have on the industry as well. It all seems a bit petty.
Much like the little independent band that went big, the specialty coffee industry is now getting some mainstream attention from the biggest player in the game. Whether you see it as a good or bad thing, if the new venture is successful we could see single estate espresso being offered in every second suburb in a few years time.
Couple of discussions and articles I found interesting:
http://coffeed.com/viewtopic.php?f=21&t=2929
http://pourquality.blogspot.com/2009/07/new-rules.html#links